Tag Archives: relationship marketing

Speaking at Outdoor Retailer Winter Market

Ascent360 is hosting an Educational Session!

Planning on attending the Outdoor Retailer Winter Market this year?  Scott Buelter, CEO of Ascent360, will be presenting on how to optimize marketing efforts to reach customers where they are spending their time.  Many companies currently market via traditional marketing channels such as Direct Mail and Email Marketing.  However, this session will discuss the best marketing tactics to reach customers through other channels such as Facebook and Google.  So, forget wasting your time and money on outdated marketing techniques that are ineffective and begin to modernize your advertising.  By optimizing your spend and extending your reach through more modern networks, you can dramatically reduce your marketing costs while increasing your revenue.

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Exclusion Groups: It's Not Rude to Exclude

It's Not Rude to Exclude: Why You Need Exclusion Group

At Ascent360, we are constantly stressing the importance of knowing your audience. And, after putting crucial time and consideration into developing a targeted audience for each of your email marketing campaigns, it’s worth noting that it can be just as important to determine whether there are people in that group that you shouldn’t send to. Creating an exclusion group can help you target only the right people for your message.

Oftentimes, there are good reasons to exclude subscribers from a campaign in order to keep communications with your database as relevant as possible. And, with Ascent’s insight into the demographics and most recent actions and purchase behaviors of your customers, there is no excuse not to know your customers and speak to them accordingly.

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Exclusion Groups: It’s Not Rude to Exclude

It's Not Rude to Exclude: Why You Need Exclusion Group

At Ascent360, we are constantly stressing the importance of knowing your audience. And, after putting crucial time and consideration into developing a targeted audience for each of your email marketing campaigns, it’s worth noting that it can be just as important to determine whether there are people in that group that you shouldn’t send to. Creating an exclusion group can help you target only the right people for your message.

Oftentimes, there are good reasons to exclude subscribers from a campaign in order to keep communications with your database as relevant as possible. And, with Ascent’s insight into the demographics and most recent actions and purchase behaviors of your customers, there is no excuse not to know your customers and speak to them accordingly.

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Personalized Communication is Key to Retention

PersonalizedComm_blog

As you might know, repeat customers are truly the foundation of your business. They account for significant chunks of the overall business earnings, and research shows that the average revenue per visit increases exponentially with each repeat visit. While these existing customers are already advocates for your brand, requiring less convincing to make another trip or purchase, with so much competition in the marketplace, special attention and personalized communications are essential in retaining them over a lifetime.

So where should a business start when it comes to converting a one-time purchaser to a repeat purchaser, and ultimately seeking to maintain that life-long relationship? Let’s start with how this valuable segment should be communicated with. Your best customers want to be treated as the best, and certainly differently than prospects. They are already familiar with and are fans of your brand, so avoid bombarding these contacts with generic, database-wide promotions that you would send to non-customers that you know nothing about. Keep them interested to avoid losing them as a subscriber and customer by making them feel special. Start by simply speaking to (not at) your best customers as you would greet a regular in your physical business: by utilizing their known information to personalize the conversation.

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Behavioral Marketing – Hitting Your Customers with the Right Message at the Right Time.

Have you ever purchased something and received an email thanking you? Perhaps you have received a birthday email from a company with a special offer on it? Or maybe after hitting the slopes for the first time this year, you received a message thanking you for your first day shredding the gnar. What all of these campaigns have in common is that they are hitting the customer with the right message, at the right time.

Using behavioral marketing as part of your overall content strategy will not only help increase engagement, but also provide relevant content and timely messaging to your most valuable audience. Behavioral marketing uses a customer’s actions to trigger specific marketing campaigns. Whether that is making a purchase, registering a product, or simply joining a company’s email newsletter list. The time to talk to your customer is after they have made a direct interaction with your brand, and automated behavioral campaigns make that possible.

The best thing about an automated campaign is once it is set up, it is running until you decide to make a change. The hardest thing about these types of campaigns is deciding what content to put within them and making sure that you are collecting the right data to make that possible. If I have skied five times this year, I don’t want to receive an email asking me how my first day was but would rather get an offer for 10% après ski on my next visit for being a loyal customer. Making sure you have the right data is the first step in creating successful behavioral campaigns.

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